Page 101 - The Dental Entrepreneur

The Dental Entrepreneur

Walter Hailey was one of the true pioneers in dental marketing back in the 90’s. He was the
first to coin the term “dental boot camp” and wrote a book on his (NEER) marketing system.

(Naturally Existing Economic Relationships) which many people still use today. He stressed
the importance of being a good listener, did the first “team training” to help offices operate
more efficiently and introduced me to the concepts of sphere of influence.

SOI - Sphere of Influence

The sphere of influence model involves generating business and referrals from people who
you already have a relationship with. It sounds pretty basic but it is actually more sophisticated
than that. People in general do not like to be marketed to so how do you influence people that
you know to be supportive of your new venture. I will start by telling you what it is not.

It is not by sending out a canned practice announcement
It is not by putting them on a drip email campaign.

There are three levels in this model.

1. Your Social Network

2. Your Business Network
3. Meeting new people

Level 1: Your Social Network

When you begin practice and leave the comfortable confines of college it can be a little
intimidating as to what to do first. There is a period of adjustment and I can remember how
scared I was. Your marketing plan is a career long endeavor and your social network is the
easiest part to start with. Staying in contact with your immediate personal network is letting
them know that you care about them. People who love and care about you want to become
cheerleaders for you and support you in every way. That is human nature. It requires
reciprocity on your part and for the past eight years of college you may have been in virtual
isolation studying and working part time to make this career thing happen. You may have to do
a little re-connecting here if you have been a tad neglectful.

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